Event-Triggered Marketing

Event-triggered marketing includes identifying, categorizing, monitoring, optimizing and executing events (such as channel reconciliation). It can be applied in a multichannel relationship (such as social, mobile, direct mail, inbound call conversions, lead management and email marketing). It’s an approach to B2B and business-to-consumer marketing that addresses the appropriate timeliness of offers from the customer’s perspective, rather than the company’s perspective.

Technology-based innovation arrives faster than most organizations can keep up with. Before one innovation is implemented, two others arrive. To cope, CIOs in end-user organizations must learn to develop an appropriate pace for digital change.

CIOs in Australia and New Zealand continue to lag behind global digital leaders in technology investment, innovation and capability — a trend we saw in 2017. This year, CIOs need to be bold and take advantage of unfolding digital business opportunities and defending continued disruption and threats.

Concerns about AI vary considerably. Many organizations are trying to understand the use cases for artificial intelligence and how to apply AI to their business needs. Other companies are concerned about the lack of a documented explanation for the output of models created using deep neural networks. The speed at which AI is evolving will continue to present challenges and concerns to enterprises, but the offsetting benefits will compel them to deploy solutions that incorporate AI.

The Gartner 2017 / 2018 CMO Spend Survey shows that marketing budgets have started to recede. What does this mean for marketing's spending commitments? And what are the tools and techniques that marketing leaders should use to respond to squeezed budgets?